quarta-feira, 04/12/2019
Campus de Gualtar | EEG - Room 0.04, 13h15
Beyond
Consumerism: On the value of ‘Consuming’ Daydreams
Consumers’ daydreams have been
theorised as important in understanding consumers’ desire, and driving
consumerism in a cycle of desire leading to consumption and inevitably
disillusionment. However, this may underplay what happens in consumers’
imagination and the different purposes served by daydreaming. This study draws on in-depth
interviews, participant diaries and enabling techniques with participants
(self-identified as daydreamers) in the UK. It provides empirical data to
support and challenge extant conceptual work on the consumer imagination and to
explicate different ways in which daydreaming can shape, postpone or even
replace actual consumption.
The study on
which this presentation is based is co-authored by Teresa Heath and Elizabeth
Nixon (Nottingham University Business School). The authors wish to thank the Academy of Marketing for the funding that allowed for this
project to be undertaken.
Núcleo de Investigação em Políticas Económicas e Empresariais (NIPE)
Escola de Economia e Gestão (EEG)
Universidade do Minho
Campus de Gualtar, 4710-057 Braga
Tel.: +351 253604518
Email: nipe@eeg.uminho.pt
Site: http://www.nipe.eeg.uminho.pt
